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Communications and Public Affairs


Brand Platform

University of South Carolina students gain more than an education during their study. As a 21st century university, here's how we are building the next generation of leaders.

South Carolina is a unique university with high aspirations. Not only do we focus on delivering 21st century graduates, we work to make a college education accessible to more people, and to make South Carolina a better place for all.

Those goals come to life in our university's brand platform — an articulation of what we do, why it matters and what makes us distinctive. This platform guides communications and messaging efforts from strategy to inbox and helps us advance the university in the eyes of our many audiences.

Brand Intention | What we exist to do

The University of South Carolina delivers leaders — cutting-edge thinkers and practical problem solvers. We build healthier and more educated communities.

Benefit | Why it matters

How we make a positive impact on those we serve:

We are committed to developing leaders who will discover solutions to some of today's most challenging problems.

We are a vibrant, welcoming community where people genuinely care and are devoted to civility and respect for all people.

We are transforming our state and nation, building healthier, more educated communities through a strong emphasis on interdisciplinary research.

We are providing access to higher education throughout the state with eight dynamic campuses and a wide array of distance learning opportunities.

Value | Our enduring principle

USC inspires a better way of life. We prepare the nation’s future leaders.

Brand Personality | How we get it done

Ambitious: We set high standards for ourselves and for those who join us in our quest to build healthier, more educated communities.
Confident: We are sure of our abilities to be a force for positive change and we develop leaders in our faculty, students and alumni who value diversity and teamwork.
Successful: We continue to expand on our tradition of scholarship and leadership to create new generations of bold thinkers and committed problem solvers.
Genuine: We are a welcoming community that puts ethics into practice by displaying personal integrity and respect for others.
Vibrant: We have an undeniable spirit and a boundless energy that grows from our thirst for knowledge and our commitment to improve our way of life.